actually now i'm thinking about evga. the new acx cooler is supposed to be better but i can't find anything about the pcb. one of the great things about asus non reference cards is the upgraded components. no weird squealing noises! come to think of it i don't even know if the strix has custom pcb. hang on double checking lol.
EVGA are all reference or near reference cards with option to get SC/FTW with higher clock and ACX cooler. Except slightly higher clocks and different cooler all their cards are so far the same. I bet that the same as with 700 series only Classified will be fully non-reference but it will take some time till they release them ( or we will see it in 980Ti only ).
I'm not sure what about ASUS GTX980 but GTX970 is kinda weak. I mean only 1x8 pin power connector what gives max 225W and in most reviews OC results are lower than the competition. For comparison MSI has 6+8 power connectors ( 300W max ) and fully non-reference design. Gigabyte the same but probably 1 phase for memory more.
I wanted ASUS but after what I saw in various tests and reviews I'm not convinced at all. I won't pick MSI because of warranty stickers and I won't pick EVGA as their cards are just like reference with standard power section etc. I will think about Gigabyte and maybe Zotac Extreme if they will be available soon. Galax is not available in local stores and other brands are not even worth to mention.
Lifetime warranty means ( if it's not clearly said otherwise ) that they will replace/fix it till about 1-2 years after end of manufacture what means about 3-4 year warranty. Simply 3 or 5 year warranty is almost always better than lifetime but all depends from manufacturer. Gamers are changing gfx cards more often anyway so I would care more to not see my card in RMA at all during the warranty period.